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APPROVAL SHEET

This thesis entitled “J.Co’s CUTTING EDGE : MARKET

PENETRATION ANALYSIS” prepared and submitted by CRISTINE M.

BANAGAN, MELGIORE AMOR E. FERRER and MAKINTOS

MANINGDING, in partial fulfilment of the requirements for the degree of

BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION Major in

Marketing Management has been examined and is recommended for acceptance

and approval for ORAL EXAMINATION

Prof. Francia SantosAdviser

PANEL OF EXAMINERS

APPROVED by the COMMITTEE ON ORAL EXAMINATION with a grade of _________ on August 13, 2015

________________________ Mrs.Teresa Bernabe Dean, CB

________________________ _______________________ Mr. Michael Domingo Mr. Nicanor Lazaro

Member Member

APPROVED by the COMMITTEE in partial fulfillment of the requirements for the

degree BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION (Major in

Marketing Management) on ____________________________.

Mrs. Teresa Bernabe

Dean, College of Business

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ACKNOWLEDGEMENT

This thesis is the result of the hard work and cooperation of several individuals

who contributed, gave their thoughts and extended their assistance from the start to the

completion of this research. We are indebted to those individuals who extended and gave

their support and prayers in order for this study to be completed. We will never forget all

those experiences that we went through, all the trials and fun had in bringing this study to

completion.

Foremost, we would like to express our sincere gratitude to our adviser, Prof.

Francia Santos, for the support given for our thesis study and research, for her patience,

motivation, enthusiasm and immense knowledge. Her guidance helped us do the research

and writing of this thesis.

Besides our adviser, we would also like to thank the rest of our thesis panel: Prof.

Nicanor Lazaro and Prof. Teresa Bernabe for their encouragement, insightful comments,

and engaging questions.

Also, special thanks to Mr. Erick Reyes DLSAU Admissions Officer for helping

us, giving some recommendations and other things to enhance in our work.

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ABSTRACT

TITLE : J.Co’s cutting edge: Market Penetration Analysis

RESEARCHERS : CRISTINE M. BANAGAN MELGIORE AMOR E. FERRER MAKINTOS L. MANINGDING

ADVISER : MS. FRANCIA SANTOSSCHOOL : De La Salle Araneta University

DEGREE CONFERRED : BS in BUSINESS ADMINISTRATION Major in Marketing Management

Statement of the problem

The Study aimed to develop on how to determine the Cutting Edge of J.Co

Business in Its Market Penetration Analysis of Philippine Donut Industry from the

perceptive views of J.Co’s loyal customers and DLSAU community J.Co liker’s online.

This study specifically sought to answer the following;

1. What are the profile of the respondents as to;

a. Age

b. Gender

c. Location

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2. What is the Cutting edge of J.Co Donuts to other coffee and donut chains;

- Based on product variations?

- Based on product distinction like taste and texture?

3. What is the cutting edge of JCo in terms of the 4 P’s of Marketing:

- Promotional activities of J.Co products compared to its competitors?

- Prices of J.co products compared to its competitors?

- Location strategy of J.Co shops compared to its competitors?

Objectives of the study

1. To determine how the customers perceived;

- Cutting edge of J.Co

- Market penetration of J.Co

- Marketing mix of J.Co

2. To determine significant differences in

- Cutting edge as perceived by the customers of J.co

- Market penetration as perceived by the customers of J.co

- Marketing mix as perceived by the customers of J.co

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INTRODUCTION

Throughout the years the Doughnut Industry is booming in the Asia, Especially in

South East Asia, In the Philippines many Donut Franchise are established. Indeed, the

great American fast food productivity has already conquered millions of Filipino plates.

Eating food that is easily to eat and drink whether in a rush or not is popular here in the

Philippines especially donuts. Everyplace in the country we see different stores who sell

donuts, such as Mister Donut, Dunkin Donut, Krispy Kreme, Country Style donuts, J.Co

etc.

The eating of food that is easy to eat is common in every country. Today there are

as many Donut Franchisees operating here in the Philippines, among those Donut

Franchisees they use different Marketing Techniques for their products, services and

advertisement so that the customers will patronize their product and to penetrate their

brand name . In Asia, particularly in the Philippines, Indonesia, Singapore, China and

Malaysia, the Doughnut business is heating up faster and continuously to grow and

established big franchisees. When the doughnut was introduced in the Philippines the local

doughnut industry was designated by the top two donut businesses it was Mister Donut

and Dunkin Donuts. But today Krispy Kreme and J.Co Donuts made their names and now

they are known as the top Donut stores in the Philippines though Mister Donut and

Dunkin Donuts still rate on top of the Donut stores. All of these represent gigantic

chains from different countries that came to the Philippines to expand their business

through franchising.

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The group decided to undertake this study in order to gain more insights and

knowledge about the “Cutting Edge of J.Co Business Entity in its Market Penetration

of Philippine Donut Industry from the perceptive views of DLSAU community. The

cutting edge would mainly focus of this study is to find out the Market Penetration

employed mere include effective I terms of customers satisfaction and customer

patronage.

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REVIEW OF RELATED LITERATURE

The decision of a company to enter a given technological business area is

dependent upon many factors, such as interest, capability, objectives, market, competition

and costs. In addition to these factors, however the amount of economic gain and the gain

will be realized that can be used as one criterion for deciding upon a given market

penetration. If economic gain is used as the motivating factor in the decision process, then

it is possible to quantify many of the interacting factors mentioned and provide data to

support the decision. (Allen, 1986)

A cutting edge is meaningful if it is related to an attribute valued by the market.

Customers need to perceive a consistent difference in important attributes between the

producer's products or services and those of its competitors. These differences must relate

to some product/delivery attributes which are among the key buying criteria for the

market.' Product/delivery attributes are those variables that impact the customers'

perceptions of the product or service, its usefulness and its availability. Some examples of

such attributes are product quality, price and after-sale service. Key buying criteria are

those variables and criteria that customers use in making their purchase decisions. (Allen,

1986)

Marketing Mix is a general phrase used to describe the different kinds of choices

organization has to make in the whole process of bringing a product or service to market.

It can be used to decide how to take a new offer to market and help test the existing

marketing strategy. The marketing mix can be divided into four groups of variables

commonly known as the four P’s. Each of it has its own tools to contribute to the

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marketing mix. First is Product. It includes aspects such as function, appearance,

packaging, service, warranty etc. Second is Price. Pricing includes not only the list but

also discounts, financing and other positions such as leasing. Third one is Place. This

includes market coverage, logistics and other level of services. And lastly, Promotion, this

is related to communicating and selling to potential consumers, and it involves

advertising, public relations, media types etc.(Philip Kotler, 1986)

Market Shares is the certain basic element that present in the process of obtaining

new business. First and foremost a market or at least potential market must exist.

Secondly, competition is nearly always present and must be contented with. Finally

business losses are inevitable and should be considered. (Allen, 1986)

Investment, ordinarily to acquire shares in the market of money and/ or manpower

and equipment is necessary. Investment is defined as the money used to acquire shares in a

market and does not include the money used to perform on a contract after the market is

acquired. Manpower and equipment can be generally be equated to dollars so that when

speaking of investment, a single quantity can represent the investment objectives. (Allen,

1986)

The market characteristics have an important bearing on the outcome of every

market penetration process. In order to carry out the share computations, it is necessary to

predict the market as a function of time. There are many forms of market growth curves,

depending on the product, economic, political, social environment and state-of-the-art.

(Allen, 1986)

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The Cost to successfully penetrate a market requires time, manpower and

sometimes facilities. Generally, these requirements can measure in terms of dollars.

The cost breakdown is simplified into operating cost, initial investment cost, and recurring

investment cost. (Allen, 1986)

The Gain in penetrating the market is defined as the difference between the market

shares and the total cost measured in dollars. (Allen, 1986)

The Experience Gain Factor is the penetration of a market area that usually

provides some experience gained in the successful performance of contracted work on in-

house studies. This experience provides a basis for accelerating the increase in the

business activity, giving a larger share of the market than the otherwise be obtained

through pure investment means. (Allen, 1986)

Market penetration is a critical factor to the success of any developing franchise

concept and for doughnut business store locations to either launch or enhance that

objective is a worthy consideration. It's no secret that consumers equate brand recognition

with the number of locations a concept enjoys in a given market. The risk of opening only

one store in a market is that a concept might be as a operation versus the stronger brand

appeal of a multi-unit chain. Opening doughnut business stores in targeted market allows a

concept to establish a presence on a fast-track basis. It also allows prospective franchisees

the opportunity to touch, feel and see an actual store instead of talking conceptually about

a concept that might have piqued their interest. By mixing corporate and franchisee stores

in a market, a franchisor conveys an all in one and one in all mentality that embodies a

single vision. The core objective is to strengthen the brand, but also to create cooperative

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opportunities such as joint marketing campaigns that can reduce costs while increasing

efficacy. Having a corporate presence also allows a franchisor to share a front-line

perspective with franchisees when seeking to establish a presence in a given market. It

allows them to understand the challenges specific to a market and learn whether their

branding message needs to modified or tailored to the local community. Those

experiences are especially critical for brands which place an emphasis on having doughnut

stores that are meant to embrace customers. Our newer prototype stores even feature a

community board in each location where customers can write fun messages or just doodle.

It's just another opportunity to connect with customers. If a franchisor encourages its

franchisees to become part of the fabric of the community, operating a business store with

the same goal allows the franchisor to observe firsthand how that objective is

accomplished. While the opening of doughnut stores does involve additional expenditures,

it is crucially important that these locations operate at the highest level because they can

come to represent the perception of your brand for an entire geographic region. Locations

must be staffed appropriately to not only achieve single-store objectives, but regional

goals. (Gough, B.2006)

Doughnut Industry is booming in the Asia, Especially in South East Asia, In the

Philippines many Donut Franchise are established. Indeed, the great American fast food

productivity has already conquered millions of Filipino plates. Eating food that is easily to

eat and drink whether in a rush or not is popular here in the Philippines especially donuts.

Everyplace in the country we see different stores who sell donuts, such as Mister Donut,

Dunkin Donut, Krispy Kreme, Country Style donuts, J.Co etc. (Ihbig, 2014)

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J.CO Donuts & Coffee, a proudly Asian chain, has truly found a home among

Filipino fans, and the proof, as they say, is in the pudding – or in this case, the donut. J.CO

Donuts has its roots in Indonesia, and is named after its founder, Johnny Andrean. The

franchise that started in 2005 as an experiment now has about 130 stores across Asia, 32

of which are in the Philippines alone. The first Philippine branch, found in SM Megamall,

opened in 2012, and since then, the franchise has taken the country by storm, putting up a

brave and truly impressive fight against its more internationally known competitors.

(Ihbig, 2014)

The engagement rates for J.CO Philippines’ posts are truly something to behold.

On any given day, thousands of people are reached by J.CO’s posts. These numbers are

usually reflected in the amounts of likes each posts garners, especially considering each

post is unique to the ones that come before and after it. It’s a true testament not only of the

popularity of the product and the brand, but also of the power of fans on social media.

While Philippine fans are usually more inclined to like posts, J.CO Philippines receives a

significant amount of comments as well. Fans enjoy being part of the posts themselves –

when J.CO reaches out, they’re quick to answer. They love to name donuts featured in the

images, and love to tag their friends who they know also enjoy J.CO. Most of all, they

absolutely love asking for J.CO branches near them. There isn’t a day that goes by without

at least one fan asking for J.CO to extend their franchise to their end of the country. Make

no mistake though – it’s not just the donuts that bring the people in. The recent change in

theme strategy means that every J.CO product category is given its own time to shine

during the page’s 5-times-a-week posting run. A quick look at July’s top posts list will

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show an almost equal partitioning of J.CO’s products – A post about their drinks here, a

post about their donut sandwiches there. (Ihbig, 2014)

Andrean explains the factors behind the success of J.Co: The best flour, from soft

wheat. The best ingredients like the best chocolate specially designed by Andrean himself,

the best nuts like California almonds, and the best fruits.

Then there is the coffee— 100% Arabica coffee blended with the Indonesian coffee—

Sumatra, Sulawesi, Toraja. “We are very good in coffee,” gloats Andrean.

Add in-store baking and remarkable orange-motif ambience, and you have J.Co.

Analysts estimate each J.Co store makes about 40% margin, with the remaining 60%

going to food, equipment and rental. The success of J.Co has attracted copycats. A

Malaysian entrepreneur has started Big Apple using exactly the same concepts of J.Co.

A Malaysian blogger, Christopher, a businessman, finds J.Co much better for the

following reasons: Variety, better ingredients (“their dough is tastier and softer. Plus their

toppings are really good especially those chocolaty and fruity ones. Not to forget, they are

also pretty generous with their fillings”), better coffee (“They use Italian blend” “and the

chocolate gives me the kick I needed”), and the ambience (“The first thing that came to

my mind when I stepped into J.Co is that their sofa is really classy and comfortable”).

(Lopez, 2013)

J. CO Donuts and Coffee is expanding in the Philippines. The company opened its

branches to elite and classy malls like Greenbelt and SM Mall of Asia, it is now opening

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another shops in Fairview and Eastwood. Their first branch was in Megamall. (Dela Cruz,

2013)

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Theoretical and Conceptual Framework

As a platform for this analysis of J.Co’s Cutting edge that penetrates the

market of the Philippine Donut Industry, we begin by presenting a number of prominent

concepts and theories that provide a conceptual framework for understanding. We look at

theories that are particularly relevant to this topic;

1. Cutting Edge

2. Marketing Mix

3. Market Penetration;

Factors Influencing Market Penetration

a. Time

b. Market

c. Competition

d. Cost

e. Investment

f. Experience

Cutting edge

A cutting edge is meaningful if it is related to an attribute valued by the market.

Customers need to perceive a consistent difference in important attributes between the

producer's products or services and those of its competitors. These differences must relate

to some product/delivery attributes which are among the key buying criteria for the

market.' Product/delivery attributes are those variables that impact the customers'

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perceptions of the product or service, its usefulness and its availability. Some examples of

such attributes are product quality, price and after-sale service. Key buying criteria are

those variables and criteria that customers use in making their purchase decisions. (Scott

A. Shane, Karl T. Ulrich. 2004)

Entry Barriers New Entry Rivalry Determinants

- Brands Identity - Industry Growth

- Product differences- Brand Identity

Threat of New Entrants

Bargaining power Bargaining powerof Suppliers of Buyers

Threats of Determinants of Buyer PowerSubstitute

Price Sensitivity- Product Differences- Brand Identity

- Impact on Quality

Fig. 1 Porter’s Strategic Management

J.co Coffee and Donuts

Krispy Kreme,

Mr. Donut, Dunkin Donut, Country

house donuts

BuyersSuppliers

Substitute

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Entry Barriers

Brand Identity

The brand identity of J.Co - First the brand name is J.Co Donuts & Coffee is a

lifestyle cafe retailer in Indonesia specializing in donuts, coffee and frozen yogurt. The

company is owned and managed by Johnny Andrean Group which operates more than 200

Johnny Andrean Salon, Beauty and Hairdressing stores, 111 Bread Talk Indonesia

premium and lifestyle bakery stores and 15 Roppan Japanese Fusion Food stores. J.CO

began trading in June, 2005 in Jakarta, Indonesia. (Dela Cruz,2013)

Industry growth

J.co has 32 stores in the Philippines. This brand has penetrated and successfully

into the local market in Indonesia against Krispy Kreme and Dunkin Donuts and is one of

the market leaders in Indonesia and the Philippines. Recently this brand presents not only

soft and premium donuts but also a wide variety of coffee. (Dela Cruz,2013)

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Table.1 J.co Donut Ratings

Product Differences

Between Krispy Kreme and J.Co donuts

Krispy Kreme’s Original Glazed Donut and J.Co’s Glazzy look almost identical. When it

comes to the weight, however, Krispy Kreme clobbers J.Co by weighing more than two of

the latter’s donuts combined. This should tell you which brand you’d want to pick when

looking to fill an empty tummy. When it comes to flavor, we still give this round to Krispy

Kreme. Its glaze is just a perfect crust of sugar over fluffy dough. After that first bite, you

can’t help but crave for more. In contrast, the J.Co Glazzy is far from magical. It’s not

impressive at all. Perhaps this is why no one really orders more than one Glazzy from J.Co

at a time (if people order it at all), while the patrons of Krispy Kreme are more than happy

with an all-Original Glazed Dozen. (Dela Cruz,2013)

The Dough

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Before donuts could spread their wings and fly—or in this case, get drizzled with rainbow

sprinkles or slathered with something sweet and decadent—they all start as humble and

innocent plain round buns. Apart from unique flavors or variants that an establishment

offers, frequent donut patrons know their favorite brand by the taste and texture of the

bread. The bread in Krispy Kreme donuts is soft yet rigid enough not to crumble or squash

easily. In fact, you can leave your donut at room temperature overnight (or even for a few

days and yes, we have tried this), and the quality of the dough doesn’t suffer that

dramatically. Although this might sound like a good thing, we can’t help but wonder what

preservatives, if any, Krispy Kreme injects in its products to make them last so long.

J.Co’s bread, on the other hand, is a glorious drug of fluffy chewiness when served warm

and straight out of the oven. Unfortunately, to keep up with the demand of its nonstop

influx of customers, the JCrew is forced to forego serving only freshly baked bread. And

just like that, you turn that angelic piece of pastry into a cold, flat piece of depression.

Bottom-line: The perfect donut bread exists; it’s just not from either brand. (Dela

Cruz,2013)

The Flavour’s

Krispy Kreme knows how to attract the young market. They are constantly coming

up with different limited-time-only flavors, from Speculoos Cookie Butter to the one-eyed

Mike Wazowski. With eight-year-olds frolicking in a sea of colorful donuts as projected

customers (I swear that sounded a lot less perverted in my head), most if not all Krispy

Kreme flavors are, unsurprisingly, too sweet. Peanut Butter and Kreme, Hershey’s

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Cookies and Kreme, Oreo, and the Chocolate Iced Kreme Filled are always at the top of

our Krispy Kreme shopping list. Kids love them, and so do we! Not all Krispy Kreme

flavors have been a hit, though. Some have certainly missed the mark. The Caramel

Kreme Crunch, for instance, is a mishmash of nutty, sweet, and salty flavors that don’t

quite mesh. Their Kreme Brulee’s crystal coating tasted more burnt than toasted. Let’s

keep char-grilling to our burger patties, please. And have you tried the New York

Cheesecake? I swear, I tried to like it, but the tangy lemon filling just didn’t work for me.

Meanwhile, past the long queue of customers extending all the way to EDSA, there lies

the not-so-secret garden of donuts that is J.Co. Even though they do not have seasonal or

co-branded donuts, their wide array of flavors, though rarely if at all updated, is more than

enough to keep their customers coming back. Some J.Co creations worth a spot in your

box of 12 include the Alcapone, which is a perfect marriage of white chocolate and

almonds, Why Nut (the peanut butter filling in this one is the sex!), Oreology, which they

should double in size because having just one is torture, and any of their flavors topped

with chocolate caviar. However, J.Co also offers several topping choices that we’d rather

leave behind the glass counters. The Monapisa, a cheap Meat-Lovers’ Pizza trying to be

an artisanal donut, the Don Mochino, tastes like liquefied Cream-O (minus the cream

filling), and the Green Tea, which even matcha lovers would find bad, are all donuts you

should skip. Krispy Kreme has an edge due to their constant innovation, but J.Co offers a

much wider variety to choose from. (Dela Cruz,2013)

Price

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Both Krispy Kreme and J.Co donuts sell at PHP 42 per piece. However, a box of

12 assorted flavors costs PHP 365 at Krispy Kreme but only PHP 350 at J.Co. With its

PHP 15 discount.(Dela Cruz,2013)

Fig. 1 J.co’s Glazzy Donut Vs. Krispy Kream’s Donut

Marketing Mix - is a general phrase used to describe the different kinds of choices

organization have to make in the whole process of bringing a product or service to market.

It can be used to decide how to take a new offer to market and help test the existing

marketing strategy. The marketing mix can be divided into four groups of variables

commonly known as the four P’s. Each of it has its own tools to contribute to the

marketing mix. First is Product. It includes aspects such as function, appearance,

packaging, service, warranty etc. Second is Price. Pricing includes not only the list but

also discounts, financing and other positions such as leasing. Third one is Place. This

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includes market coverage, logistics and other level of services. And lastly, Promotion, this

is related to communicating and selling to potential consumers, and it involves

advertising, public relations, media types etc.

Product/ Prices/Promotion- The most wanted Alcapone, our top selling soft bite donut

covered with Belgian white chocolate and Californian almonds. Indulge in the robust

tastes and aroma of our signature drink. J. CO Donuts price in the Philippines is very

affordable like regular donut costs P42 per piece and P35o per dozen. They also have J.

Pops baby donuts which is only P250 for 2 dozens. –That menu consists of savory and

nutritious sandwiches like J. Club Tuna, J. Club Omellete and many more

Place

Market Penetration

Market Penetration for many franchisors might be possible to reach a happy

medium, one that benefits both segments. The judicious opening of corporate-owned

stores can be used to energize market penetration in existing markets or expedite entry into

new ones. Obviously, market penetration is a critical factor to the success of any

developing franchise concept and using corporate-owned locations to either launch or

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enhance that objective is a worthy consideration. Obviously there are other avenues to

achieving market penetration, one of the most popular being multi-unit development. One

of the benefits of a franchisor introducing a non-traditional store package and operating it

as a corporate-owned entity is that it allows the franchisor to test-market the concept

before introducing it to franchisees. Finally, one of the most important components

involved in energizing a franchisor's market penetration is having the proper infrastructure

in place to support such objectives. (Gough 2006)

Factors Influencing Market Penetration

Time

In contractual arrangements where time for completion of the contract (called time

for performance) is not clearly stated, the law imputes a reasonable time. What is

'reasonable' depends on what constitutes acceptable standard of fair dealing under the

circumstances while taking current commercial practice (custom) in that trade into

account. See also time is of these sense.

Market

The market characteristics have an important bearing on the outcome of every

market penetration process. In order to carry out the share computations, it is necessary to

predict the market as a function of time. There are many forms of market growth curves,

depending on the product, economic, political, social environment and state-of-the-art.

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Competition

Rivalry in which every seller tries to get what other sellers are seeking at the same

time: sales, profit, and market share by offering the best practicable combination of price,

quality, and service. Where the market information flows freely, competition plays a

regulatory function in balancing demand and supply.

Cost

The Cost to successfully penetrate a market requires time, manpower and

sometimes facilities. Generally, these requirements can measure in terms of dollars.

The cost breakdown is simplified into operating cost, initial investment cost, and recurring

investment cost.

Investment

Ordinarily to acquire shares in the market of money and/ or manpower and

equipment is necessary. Investment is defined as the money used to acquire shares in a

market and does not include the money used to perform on a contract after the market is

acquired. Manpower and equipment can be generally be equated to dollars so that when

speaking of investment, a single quantity can represent the investment objectives.

Experience

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The Experience Gain Factor is the penetration of a market area that usually

provides some experience gained in the successful performance of contracted work on in-

house studies. This experience provides a basis for accelerating the increase in the

business activity, giving a larger share of the market than the otherwise be obtained

through pure investment means. (Allen, 1986)

Conceptual Framework

Input Process Output

Figure 1 FEEDBACK

Continuous

development /

Sustainability of

cutting edge of J.co

1. Analyze J.Co’s cutting edge and market penetration that helps penetrate the market in the Philippine Donut Industry

2. Determine the Factors influencing market penetration

a. Timeb. Marketc. Competitiond. Cost e. Investmentf. Experience

Profile of respondents

Profile of J.Co

Determine the Factors influencing market penetration

a. Timeb. Marketc. Competitiond. Cost e. Investmentf. Experience

25

Statement of the problem

The Study aimed is to analyze the J.Co’s cutting edge that penetrates the market of Philippine Donut Industry.

This study specifically sought to answer the following;

1. What are the profile of the respondents as to;

a. Age

b. Gender

c. Location

2. What is the Cutting edge of J.Co Donuts to other coffee and donut chains

a. Based on product variations?

b. Based on product distinction like taste and texture?

c. Cutting edge on prices?

d. Cutting edge on promotion?

e. Cutting edge on place?

Hypothesis

1. Ho: Product variation has no direct significance to market penetration of j.co

product in the Philippines.

2. Ho: Price has no direct significance to market penetration of j.co product in the

Philippines.

3. Ho: Ambiance has no direct significance to market penetration of j.co product

in the Philippines.

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4. Ho: Service has no direct significance to market penetration of j.co product in

the Philippines.

5. Ho: Quality has no direct significance to market penetration of j.co product in

the Philippines.

Scope and Delimitation of Study

The Scope and delimitation of the study covers the analysis of the cutting edge and

market penetration of J.co product in Quezon City, SM North branch through the

perceptive views of De La Salle Araneta University community. This study contains

various information and analysis J.co’s cutting edge that penetrates the market of

Philippine Donut Industry.

Significance of the study

The reason why this study is significant can be explain from two aspects, first the

Cutting Edge of the J.Co in the doughnut industry, second is the market penetration of the

J.Co donuts from the perceptive views of the loyal customers of J.Co SM North branch ,

this study might offer some empirical messages from the wide researchers about what is

the cutting edge of J.Co donuts compare to the other foreign or local donut chains inside

the Philippines and the how J.Co donuts penetrate its own customers. And lastly it is

hoped that this study may help people to understand, why J.co patronize by its own

customers.

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Definition of Terms

Cutting Edge – high quality competitive product, advantages is meaningful if it is related

to an attribute valued by the market. Customers need to perceive a

consistent difference in important attributes between the producer's

products or services and those of its competitors. These differences must

relate to some product/delivery attributes which are among the key

buying criteria for the market.' Product/delivery attributes are those

variables that impact the customers' perceptions of the product or service,

its usefulness and its availability. Some examples of such attributes are

product quality, price and after-sale service. Key buying criteria are those

variables and criteria that customers use in making their purchase

decisions.

Marketing Mix- is a general phrase used to describe the different kinds of choices

organization has to make in the whole process of bringing a product or

service to market. It can be used to decide how to take a new offer to

market and help test the existing marketing strategy. The marketing mix

can be divided into four groups of variables commonly known as the

four P’s. Each of it has its own tools to contribute to the marketing mix.

First is Product. It includes aspects such as function, appearance,

28

packaging, service, warranty etc. Second is Price. Pricing includes not

only the list but also discounts, financing and other positions such as

leasing. Third one is Place. This includes market coverage, logistics and

other level of services. And lastly, Promotion, this is related to

communicating and selling to potential consumers, and it involves

advertising, public relations, media types etc.

Market Penetration - The activity or fact of increasing the market share of an

existing product, or promoting a new product, through strategies such

as bundling, advertising, lower prices, or volume discounts, measure of

the extent of a product's sales volume relative to the total sales volume

of all competing products, expressed as a percentage.

- , market penetration is a critical factor to the success of any developing

franchise concept and using corporate-owned locations to either launch

or enhance that objective is a worthy consideration.

Investment

- Is defined as the money used to acquire shares in a market and does

not include the money used to perform on a contract after the market

is acquired.

Market - It is necessary to predict the market as a function of time.

Time - In contractual arrangements where time for completion of the

contract (called time for performance) is not clearly stated, the

law imputes a reasonable time.

29

Competition - Plays a regulatory function in balancing demand and supply.

Cost - The Cost to successfully penetrate a market requires time,

manpower and sometimes facilities.

Experience - provides a basis for accelerating the increase in the business

activity, giving a larger share of the market than the otherwise be

obtained through pure investment means.

30

Chapter II

Methodology

Research Locale

The respondents of the study were students, teachers and parents of De La Salle

Araneta University.

The GAUF started as an agricultural school known as Araneta Institute of

Agriculture (AIA) at the Hacarin Dairy Farm in Hacienda Carmelita, San Jose del Monte,

Bulacan. In November 1947, it transferred to Victoneta Park in Malabon to bring the

school closer to the populace. AIA initially offered a two-year course in Associate in

Agriculture and Certificate of Proficiency in Vocational Education, with 35 students as its

first enrolees. Other related academic programs were offered thereafter.

GAUF move towards becoming a university was first envisioned by the heirs of

the late Don Gregorio Araneta, statesman, lawyer, and the first Filipino to be appointed as

Secretary of Justice during the American Regime. And so in 1958, in recognition of the

Institute’s notable achievements and contributions in the fields of agriculture education

and research and extension, AIA was transformed into a university. Nine years thereafter,

it was converted into a foundation, the first university in the country to be organized under

31

the RA 6055, “An Act Authorizing the Conversion of Private Schools into Non-Stock,

Non-Profit Educational Foundation.” And by virtue of a resolution approved by the Board

of Trustees in 1978, the university was renamed Gregorio Araneta University Foundation.

The former GAUF holds the distinction of the being the first private tertiary school to

offer courses in agriculture, animal husbandry, agricultural engineering, forestry, and

veterinarymedicine.

Over the succeeding years, GAUF started offering other curricular programs and

saw a steady increase in its student population thus it saw the need to reorganize itself

accordingly. In 1991, the different institutes were renamed into colleges and further

expanded its academic degree and non-degree program offerings to meet the challenges of

education in a globalized world. Developments in its physical plant and facilities were

likewise introduced.

Preliminary discussions on the integration of GAUF into the De La Salle

University system started as early as 1987. And on February 2002, with the consent of the

Araneta family, the GAUF Board of Trustees approved the integration of GAUF into the

DLSU System, making GAUF its 7th member. Consequently, the university was renamed

De La Salle Araneta University.

Following these movements, under the new management of the De La Salle

Brothers, innovative changes in academic and administrative policies were introduced to

conform the policies and standards of the System. New offices were created, the Grade

32

School and High School Departments were merged under the Basic Education

Department, and the different Colleges were put under the Tertiary Education Department.

Together with the strengthening of its curricular offerings through faculty and staff

development, the improvement of its facilities and campus services development continue

to be the University’s priority.

The study focuses on the J.Co Doughnuts and Coffee SM North Branch.

Research design/Population and Sampling

This study made use of a descriptive quantitative research. The research design

involves the relationship of the profile of the respondents to the indicators of the cutting

edge of J.Co and their market penetration. Descriptive quantitative research attempts to

describe and explain conditions of the present by using many subjects and questionnaires

to fully describe a phenomenon. Survey research design /survey methodology is one of the

most popular for dissertation research. Descriptive quantitative research is used. It is a

methodology wherein surveys will be conducted to target participants to answer to the

question proposed by the study.

Respondents in the Study

The respondents of this study are the customers of J.co. They are the one who are

knowledgeable enough to answer the questions posed by the study, coming from the

perceptive views of J.Co’s daily average customers and also with the help of De La Salle

Araneta University Community likers online.

33

Research Instruments

Library research- The researchers looked for existing documents that were related to

Market Penetration and Cutting Edge. Some of the documents were useful and used as a

guide in doing the research.

Internet research- The researchers browsed the internet to search for related studies and

gather information related to the research. The researchers also used the Internet to search

for Articles and theories that could be adapted. The related studies gave some reminders

regarding things the researchers were to be wary of. Interview. The researchers created a

series of questions to guide the flow of the interview. Also gathered were information

about the Costumers idea and opinion on of J.co products and services. The interview also

helped bring to light important features that had to be included in.

Survey Questionnaire- The researchers conducted a survey regarding the existing J.co

Products, services and promotion.

34

Data and Gathering Procedure

The data for this research were collected using a survey questionnaire. The survey

was created using suitable questions modified from related research and individual

questions formed by the researcher. The survey was comprised of 20 questions, which

were related to the participant’s perception regarding the 4 P’s of Marketing which is

Price, Product, Place and Promotion. In the questionnaire, Descriptive Research was used

to determine if the respondent agreed or disagreed in a statement. After the professor

validated the questionnaire, 30 of these were distributed to the students of De L Salle

Araneta University, and the 100 are from the customers of J.Co doughnuts and Cofee SM

North Branch. The researchers assured confidentiality of their survey sheets since the

identities are not important. The researchers also understood that people’s consciousness

may also affect their honesty and effectiveness in answering the survey, and so, the

researchers gave people the option of being anonymous. Participants were given time to

respond and then the researchers collected the surveys after answering the survey sheet.

There were no incentives offered for participating in the research.

Sampling Technique

35

The researchers used the Random Sampling Technique because they just estimated

the number of people that the J.Co Doughnuts and Coffee SM North Edsa Branch can

accommodate.

Statistical Treatment of Data

Descriptive statistics was used in order to assess the Market Penetration base on

the Marketing mix in terms of product, price, place and promotion. The percentage rate-

used is used to describe the profile respondents.

Formula: 3

F

n=%x 100

Where:

%= percent

Symbol f= number of respondent

n=total number of respondent

36

Statistical Tools

The researchers use the SPSS to compute the Descriptive result of the study and

also the Cronbach Alpha to conclude that their questionnaire is applicable to the study.

Data Analysis (process to be used)

The researchers used the descriptive research. Descriptive Research is used to

describe characteristics of a population or phenomenon being studied. The researchers

look for the daily average customers of J.Co Donuts & Coffee. As the result, J.Co Donuts

& Coffee has 333 customers a day, the researchers get the 30% which sums 99.9 or 100

and also in De La Salle Araneta University Community 100 liker’s online, the average of

liker’s, the researchers also gets the 30% of, resulted to 30.

37

Chapter III

Results and Discussion

This chapter presents the analysis, and interprets the data gathering through the

instruments used in the study. This is presented according to the specific problems.

Table 1

Age Frequency Percentage (%) 15 to 25 40 30.76923 26 to 35 51 39.23077 36 to 45 25 19.23077 46 to 55 1 0.769231 56 to 65 13 10

Total 130 100

Demographic profile of the respondents as to age

As to the age of respondents, those 51 respondents or 39.2% are in the age of 26 to

35 years old, 40 respondents or 31% are 15 to 25 years old, 25 of the respondents or

38

19.2% are 36 to 45 years old, 13 of the respondents or 10% are 56 to 65 years old, and

lastly 1 of the respondents or 1% are in the age of 46 to 55 years old.

Ages 26 to 35 are young adults and they loves to sharing the J.Co way.

Table 2 Demographic profile of the respondent as to gender

Gender Frequency Percentage (%)Female 75 58Male 55 42

As to gender, there are 75 female respondents in the study; this is equivalent to

58%. There are 55 male respondents equivalent to 42%.

According to the result, most of the customers of J.Co Donuts & Coffee are female

and only few of them are male, because according to the study of Johnson (2006) women

consume more on fruit, yogurt, bread and diet soda unlike men tend to eat more heavy

meals.

Table 3Demographic profile of the respondent as to location

Gender Frequency Percentage (%)BULACAN 15 11.5

CALOOCAN CITY 24 18.5MALABON 23 18MARIKINA 7 5.3

MANILA 2 1.5NAVOTAS 2 1.5

PASIG CITY 3 2.3QUEZON CITY 37 28.5

TAGUIG 5 4VALENZUELA CITY 12 9.2

39

As to location of the respondents, 37 respondents or 28.5% are from Quezon City,

24 respondents or 18.5% are from Caloocan City, 23 respondents or 18% are from

Malabon, 15 respondents or 11.5% are from Bulacan, 12 respondents or 9.2% are from

Valenzuela City, 7 respondents or 5.3% are from Marikina, 5 respondents or 4% are from

Taguig, and lastly 2 respondents or 1.5% are from Manila also same as in Navotas.

According to the research Quezon City has the biggest population in Metro

Manila.

Table 4Test I. (Promotion)

Frequency Percentage (%)Social media sites 20 15.4

Brochures 15 11.5

Word of mouth 83 64

Others 12 9.2

Total 130 100%

As to promotion, 83 of the respondents or 64% are from word of mouth, 20 of the

respondents or 15.6% are from social media sites, 15 of the respondents or 11.5% are

from brochures, lastly 12 respondents or 9.2% are others.

According to the research word of mouth is the highest; the respondents conclude

that they discover J.Co Donuts & Coffee through hearsay.

40

Table 5

Test II. Level of agreement or disagreement (according to their Product)Descriptive

They serve the food Hot and

Fresh

The food is tasty and flavourful

The Presentation of food was

good

They have a good

selection of items

The quality of product was good

Valid 431 431 431 431 431

Mean 3.4362 3.6265 3.6265 3.5615 3.5615

Std. Deviation

.59844 .53453 .51683 .54158 .58691

In this Descriptive Statistic box the mean for the statement They serve the food

Hot and Fresh is 3.4362, For the The Food is tasty and flavourful is 3.6265, For The

Presentation of food was good is 3/6265 also, For They have a good selection of items was

3.5615 and For the statement The quality of product was good is 3.5615 also.

Table 6

41

Test III Another level of agreement or disagreement (according to their Product)Decriptives

The soft Texture of the

doughnut

The doughnut taste delicious

The doughnut looks

appetizing

The aroma of the doughnut makes you

craveValid 130 130 130 130

Mean 3.4769 3.5385 3.5769 3.4769Std. Deviation .53142 .58606 .60828 .67302

Results show that the mean for the statement The soft Texture of the soft texture of

the doughnut is 3.4769, for the doughnut taste deliciously is 3.5385, the doughnut looks

appetizing is 3.5769 and for The aroma of the doughnut makes you crave the mean is

3.4769.

Table 7 Statistics

Test IV level of agreement or disagreement (according to their Place)

The place is convenient

They have enough seats

while waiting for my order

The product is always

available in this outlet

Their store location is

accessible for me as a

customer

Valid 130 130 130 130

Mean 3.2077 2.5692 3.1077 3.2000

Percentiles 25 3.0000 2.0000 3.0000 3.0000

50 3.0000 2.0000 3.0000 3.0000

42

75 4.0000 3.0000 4.0000 4.0000

The result shows that the mean for The place is convenient is 3.2077, for the

product is always available in the outlet is 3.1077, for Their store location is accessible for

me as a customer is 3.2000 and for they have enough seats while waiting for the order got

the lowest mean which is 2.5692.

Table 8Descriptives

Test V level of agreement or disagreement (according to their Price)Very

reasonableCan satisfy customers

The doughnut they sell is not too expensive for its quality

Price is competitive

Valid 130 130 130 130

Mean 3.1538 3.2154 3.1231 3.1769

Percentiles

25 3.0000 3.0000 3.0000 3.0000

50 3.0000 3.0000 3.0000 3.0000

75 4.0000 4.0000 4.0000 4.0000

The results for the mean of Very reasonable is 3.1538, for the, statement

Can satisfy customers is 3.2154 for the Doughnut they sell is not too expensive for its

quality is 3.1231 and for the Price is competitive 3.1769.

43

Chapter IV

SUMMARY, CONCLUSIONS AND RECOMMENDATION

Summarized in this chapter are the research objectives, methods and sources of

date as well as the findings of the study. The conclusions and recommendations are also

presented.

Summary

This study on J.Co’s Cutting edge; Market penetration Analysis was conducted

during the school year 2015. This focuses on the cutting edge of J.Co in the Philippine

Doughnut industry and how they penetrate their market by the use of Marketing Mix

Strategy. The study outcome is that the Product is the main reason why the customers

patronize J.Co doughnuts; it is because of the good presentation and flavourful taste of the

product. The study come up with the descriptive method of research and employed the

questionnaire as the major instrument using the marketing mix strategy in the

investigation. One hundred thirty (130) respondents are involved in the study. There are

44

chosen through random sampling technique from the J.Co Donuts & Coffee SM North

branch.

This study specifically sought to answer the following;

3. What are the profile of the respondents as to;

a. Age

b. Gender

c. Location

4. What is the Cutting edge of J.Co Donuts to other coffee and donut chains

a. Based on product variations?

b. Based on product distinction like taste and texture?

c. Cutting edge on prices?

d. Cutting edge on promotion?

e. Cutting edge on place?

Hypothesis

1. Ho: Product variation has no direct significance to market penetration of j.co

product in the Philippines.

2. Ho: Price has no direct significance to market penetration of j.co product in the

Philippines.

3. Ho: Ambiance has no direct significance to market penetration of j.co product in

the Philippines.

4. Ho: Service has no direct significance to market penetration of j.co product in the

Philippines.

45

5. Ho: Quality has no direct significance to market penetration of j.co product in the

Philippines.

Findings

The researchers came with the following findings based on the data gathered.

Profile

1. Respondents Profile

1.1 As to age, 26-35 is the average among the respondents

1.2 The number female respondents are higher than the male respondents.

1.3 Most of the respondents lived in Quezon City with 28.5% percentage. The rest

lived in other as of Metro Manila.

2. Product

In terms of the product of J.Co Donuts & Coffee the customers are satisfied with it

because of the good presentation of the product and the flavourful taste.

3. Price

In terms of the price of J.Co Donuts & Coffee the customers are agreed with it

because of the quality of the product.

4. Place

46

In terms of the place of J.Co Donuts & Coffee the ambiance of the store is

pleasing to the eyes of the customers but they are recommending to have more

seats.

5. Promotion

In terms of the promotion of J.Co Donuts & Coffee they don’t have plenty of

promotion, but J.Co is famous because of the word of mouth of the people.

Conclusions

In the light of the foregoing findings, the following conclusions are drawn.

1. As a sum of result, the Product was all clicked to the customers because the

presentation of food was good and the entire product is Tasty and Flavourful.

2. When it comes to the Price, The Price of the product is still competitive to the

other brands and the customer or respondents are satisfied with the Price.

3. When it comes to the Place of the store, the customers are satisfied with it because

it is easy to access.

4. J.Co Donuts & Coffee don’t have enough seats to accommodate more customers.

5. In the result of the research, J.Co Donuts & Coffee don’t have plenty of

Promotion like the others but, it is well known by the people because of the word

of mouth that had been passed through different people.

47

Recommendations

Based on the foregoing findings and conclusions, the following recommendations

are forwarded.

1. J. Co Doughnut and Coffee should have more seats to accommodate more

customers who are eating and waiting.

2. J.Co should establish more store to accommodate more customers and create new

markets.

3. J.Co should maintain or improve their promotional strategy.

4. The price of J.Co Doughnut and Cofee should be maintain.

5. The product should be maintained.

48

REFERENCES

Allen, R. W. (1966). Factors influencing market penetration. Management Science (Pre-1986), 13(1), 22. Retrieved from http://search.proquest.com/docview/205849414?accountid=28547

Cutting edge. (n.d.). In Cambridge dictionaries online. Retrieved from http://dictionary.cambridge.org/us/dictionary/business-english/cutting-edge_1

Fast food industry analysis (2015, January 2). Retrieved March 8, 2015, from franchisehelp.com:https://www.franchisehelp.com/industry-reports/fast-food-industry-report/

Friend, E. (2014, January 1). The Doughnut Paradox: Indulgence Positioning in a World Obsessed With Health and Wellness. Retrieved February 25, 2015, from http://blog.euromonitor.com/2014/01/the-doughnut-paradox-indulgence-positioning-in-a-world-obsessed-with-health-and-wellness.html

49

Gough, B. (2006, June) Corporate Stores Can Help Energize Market Penetration. Franchising World. 74-76,12. Retrieved from http://search.proquest.com/business/docview/208937560/4BFA26302B3A4BA9PQ/3?accountid=28547

Kang, K. (2004). Market structures and competition in system markets (Order No. 3128895). Available from ProQuest Central; ProQuest Dissertations & Theses A&I; ProQuest Dissertations & Theses Full Text. (305177745). Retrieved from http://search.proquest.com/docview/305177745?accountid=28547

Limtingco, E. F. (2012, January 04). The Philippine fast food industry. The Freeman, p. 5.

Top 10 Donut Stores in the Philippines 2009. (n.d.). Retrieved February 25, 2015 from http://mail.wikipilipinas.org/index.php/Top_10_Donut_Stores_in_the_Philippines_2009

Torres, E. (2009, July 27). Filipino Doughnut Chains continues to open oulets. Retrieved February 24, 2015, from http://bayan-natin.blogspot.com/2009/07/filipino-doughnut-chain-continues-to.html

50

APPENDICES A

CERTIFICATE OF PROFREADING

COLLEGE OF BUSINESS

This thesis is Entitled

J.CO’S CUTTING EDGE; MARKET PENETRATION ANALYSIS

Presented By

MELGIORE AMOR E. FERRER

CRISTINE M. BANAGAN

And

MAKINTOS MANINGDING

Was proofread and edited by undersigned.

51

This certification is issued on _______________ upon the request of the researchers in partial fulfilment of the requirements for the degree of BACHELOR OF SCIENCE IN BUSINESS ADMINISTRATION Major in Marketing Management.

Francia R. Santos

Professor

APPENDICES B

QUESTIONAIRE

To whom it may concern,

We, Fourth year BSBA Marketing students of De La Salle Araneta University are writing

our thesis entitled: J.Co’s Cutting Edge: Market Penetration Analysis. We greatly

appreciate your time and effort in answering the questions. Your feedback will definitely

help the output of our research.

I. ProfileName: __________________ (optional)Gender: ( ) Female ( ) Male City___________Age: ____

II. In what way did you discover J.Co Donuts? (Promotion) By ticking (√) the

number in each column.

__ Social Media Sites __ Word of mouth

__ Brochures ______________ others (please specify)

III. Please indicate your level of agreement or disagreement (according to their

product) with the following statements. By ticking (√) the number in each

column.

52

4 3 2 1

Strongly

Agree

Agree Disagree Strongly

Disagree

1. They serve the food hot and fresh

2. The food is tasty and

flavorful

3. The presentation of food

was good

4. They have a good selection

of items

5. The Quality of product was good

IV. Please indicate your level of agreement or disagreement (according to their

product) with the following statements. By ticking (√) the number in each

column.

4 3 2 1

Strongly

Agree

Agree Disagree Strongly

Disagree

1. The soft Texture of the

doughnut.

2. The doughnut taste delicious.

53

3. The doughnut looks appetizing.

4. The aroma of the doughnut

makes you crave.

I. How would you rate the place of the store? By ticking (√) the number in each

column.

4 3 2 1

Strongly

Agree

Agree Disagree Strongly

Disagree

1. The place is convenient

2. They have enough seats while

waiting for my order

3. The product is always available

in this outlet

4. Their store location is

accessible for me as a customer

5. I am very satisfied with the

store

II. How would you rate the price of the product?

4 3 2 1

54

Strongly

Agree

Agree Disagree Strongly

Disagree

1 Very reasonable.

2 Can satisfy customers.

3 The doughnut they sell is not too

expensive for its quality.

4 Price is competitive.

5 The value of the doughnut fits the

quality.

Thank you very much for your time!Sincerely yours,Banagan, Cristine M.Ferrer, Melgiore Amor E.Maningding, Makintos L.

55

APPENDICES C

SPSS OUTPUT

TEST 2

Case Processing SummaryN %

CasesValid 431.00 100.0Excluded .00 .0Total 431.00 100.0

Weighted by the variable Determinationa. List wise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha N of Items

.784 5

TEST 3

Case Processing Summary

N %

56

CasesValid 130 100.0Excludeda 0 .0Total 130 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability StatisticsCronbach's Alpha N of Items

.726 4

TEST 4

Case Processing Summary

N %

CasesValid 130 100.0Excludeda 0 .0Total 130 100.0

a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha N of Items

.731 5

TEST 5

Case Processing SummaryN %

Cases Valid 130 100.0Excludeda 0 .0

57

Total 130 100.0a. Listwise deletion based on all variables in the procedure.

Reliability Statistics

Cronbach's Alpha N of Items

.841 5

CURRICULUM VITAE

Ferrer, Melgiore Amor E.Blk2 Lot 17 Lhinette Homes Subdivision Saog , Marilao Bulacan 09356965813romaferrer20@gmail.com

To obtain an internship that will enhance my skills as a marketing manager

College Bachelor of Science in Business Administration

Major in Marketing Management, Expected Graduation – March 2016 at De La Salle Araneta University

Train computer skills at TESDA for 2 years Currently training as a Call Center Agent at TESDA

Achievements Elementary and High school Honor Student 4th place in Editorial Cartooning for 16 schools 2nd place in Poster Making at De La Salle Araneta

University 4 years junior cartoonist

Seminars

Education:

Objective:

58

Business Ethics at University of Santo Tomas Human Resource and Development at University of

Santo Tomas Art Appreciation at De La Salle Araneta University

Microsoft office expert Well trained communication skills Good leadership

Maningding, Makintos L.Victoneta Ave. Malabon City

09056943509

makintos95@yahoo.com

Objective: To be able to find an internship wherein I can fully utilize my skills and knowledge, and

further enhance them to contribute to my development as a person; and to be able to be a part of a

team whose develop I can contribute to as a member, in preparation for my future career.

Personal Data: Nickname: Macky

Age: 19

Birthday: May 5, 1995

Civil Status: Single

Permanent Address: L-3A F. San Diego St. Lopez Compd. Veinte Reales, Valenzuela City

_____________________________________________________________________________________________Educational Background:

Tertiary De La Salle Araneta University

Victoneta Ave., Malabon City

Bachelor of Science in Business Administration

Summary of skills

59

major in Marketing Management

(2012- Present)

Secondary Marisyl School

Malanday, Valenzuela City

(2008-2012)

Primary Dalandanan Elementary School

Dalandanan, Valenzuela City

(2005-2007)

Little Bethlehem Learning Center

Veinte Reales, Valenzuela City

(2001-2004)

Seminars Attended: Business Etchics University of Sto. Tomas (January 2014)

Agri-business World Trade Center (July 2014)

How to make a resume De La Salle Araneta University (March

2015)

_____________________________________________________________________________________________

References:Regino Dakanay - 09253082390Flordeliza Paragua - 09228630273

60

Cristine Masacayan Banagan

49 Sociedad Street Bagong Barrio Caloocan City

Mobile: 0975-2221367

Email: banagancristinem@gmail.com

Objectives

To be able to work as a trainee in a career oriented and challenging environment that promotes personal growth, and uplifts professional development.

EDUCATION

DE LA SALLE ARANETA UNIVERSITY, Victoneta Avenue, Malabon City

B.S.B.A Marketing Management

PERSONAL STRENGTHS

Excellent communication skills both written and oral, in English and Filipino

Hardworking with strong listening skills and passion to learn new and emerging plans.

Confident and poised in interactions with individuals at all levels.

61

PERSONAL DATA:

Gender: Female Date of Birth: December 4, 1996

Age: 18 Place of Birth: Manila

Civil Status: Single Citizenship: Filipino

SEMINARS/TRAININGS ATTENDED Marketing Trends and Finance DLSAU Osmeña Hall February 15, 2013

Investment Seminar 2013:

THE FUTURE OF OUR ECONOMY

Marketing Ethics UST August 7, 2013

Etiquette in Business 2014 DLSAU Osmeña Hall March 8, 2014

GoNeGosyo: The 1st Agripreneurial World Trade Center July 25, 2014Summit

"BEYOND 2.0: personality Enhancement DLSAU Rizal Hall September 3, 2014towards Responsible Netizen"

9th Global Business Conference: DLSU Teresa Yuchengco February 7, 2015One World;One Market Auditorium

(ASEAN here we come!)